This list is by no means definitive, and I would love input to make it better. However, when I look at how companies are using digital campaigns, I like to look at the five following criteria to determine how the organization is using digital media:

The Case Study shared via CC license by @binuri

1. Strategy

What is the objective that the company is trying to achieve? While this list is not exhaustive, I believe that generally the objectives fall in the falling categories: